Intechlligent panel discussions: Innovation, Big Data and AI as keys to success in e-commerce
Intechlligent 15/11/2024
Intechlligent: E-commerce Summit & Trade Show , organized by Data Seekers , was recently held as a key meeting point for professionals and experts in the e-commerce, technology and innovation sector. It brought together more than 250 attendees , more than 60 1-to-1 meetings between buyers and sellers were arranged, and more than ten major companies in the e-commerce scene collaborated to exchange ideas on the latest trends, pricing strategies, artificial intelligence, Big Data and other trends within e-commerce.
Within the framework of this event, the discussion panels have been a fundamental way to share knowledge, experiences and perspectives on the current challenges and opportunities in the field of e-commerce.
Table 1 | Innovation and strategy in e-commerce: keys to success in pricing and distribution
A space dedicated to innovation and strategy in e-commerce, where crucial aspects such as price management, product distribution and sales campaigns at key moments such as Black Friday and Christmas were addressed, moderated by Georgina Ortiz , editor-in-chief at Ecommerce News . The collaborators, members of brands such as Mattel, Nestlé, Kimberly Clark, Grupo Unicomer and Data Seekers , shared their experiences and recommendations to prepare for each of these business opportunities.
Lorena González , Senior Manager Digital Operations EMEA at Mattel, highlighted that for the leading multinational in the world of toys, "the most important is Christmas", pointing out the need for advance planning to ensure that products are well positioned, both in retailers' catalogues and on online product pages. On the other hand, for Nestlé, events such as Black Friday and Christmas are crucial for various product categories, said Víctor de la Fuente , Global eCommerce Digital Shelf Lead and Retail Digital Media at the chocolate company.
René Colorado , Vice President of Merchandise CMO at Grupo Unicomer, as a representative of the retail sector at the table, stressed that for them, planning for these campaigns begins up to a year in advance, highlighting that "a season represents approximately 40% of the year" for retailers. Being clear that most of the success in sales lies in good planning.
From a more technical perspective, Curro Pavón , Chief Technology Officer at Data Seekers, stressed the need to have a well-defined pricing strategy before key events such as Black Friday. Retailers are increasingly interested in monitoring the competition, so “we cannot just focus on general KPIs, we need to go further and look for more specific ones. Each sector has its own KPIs, and even within the same sector, the indicators can vary depending on whether we are measuring on Amazon or another retailer. Knowing the specific needs of each brand is key to making informed decisions,” explained Curro.
Finally, Maria Suarez , eCommerce Manager at Kimberly Clark, highlighted the importance of Amazon as a sales channel, due to its wide reach, but warned about the need to diversify sales and not rely exclusively on a single platform. “We can’t put all our eggs in one basket,” she said. Instead, Victor de la Fuente said that some brands choose not to be on Amazon due to concerns about brand protection, while others prefer to select trusted sellers to operate on the platform, ensuring they have the customer experience under control.
Roundtable 2 | Big Data, Artificial Intelligence and Decision Making
The second Intechlligent round table focused on Artificial Intelligence and Big Data in business decision-making, a crucial topic for companies seeking to improve their operations in an increasingly competitive and digitalized market, moderated by Jorge Fernández , Customer Success Manager at Marketing4Ecommerce .
Opening the debate, Noelia Gómez , Sales Director at Fabrick, revealed significant data on transaction losses in Spain: “20% are transaction losses, of which 7% is fraud and 13% are configuration problems.”
The scenario presented by Noelia reaffirms the need for effective data management to reduce these losses and ensure the fluidity of transactions. In this context, Franz Matheis , CEO and Co-Founder of Data Seekers, emphasized that, in the current environment, companies must be able to react quickly. According to Matheis, decisions must be based on real-time data in order to be able to adapt quickly to market changes and take advantage of the opportunities that arise.
On the other hand, Chen Yue , Head of Digital at PHERGAL Laboratories, pointed out that for medium and small companies, the key is to “select and manage the right data” to optimize their performance and respond efficiently to market demands. In line with this idea, Pablo Carlier , Head of Data Analytics & AI Sales Iberia at Google Cloud, shared his vision on the evolution of unstructured data and how it is combined with artificial intelligence to improve processes. For his part, Ricardo Urrutia, Data Tech Lead at CEREBR4L, addressed the democratization of Big Data, “today any company, regardless of its size, has access to this powerful tool.”
The roundtable continued with the ethical challenges associated with the use of Artificial Intelligence, emphasizing the importance of ensuring data privacy and the need for human supervision to prevent automatic processes from generating undesirable results. It is essential that companies maintain a balance between automation and human control to ensure responsible and effective results.
As for advice for companies starting out with Big Data and AI, experts agreed that this is a gradual process that requires patience. Understanding what data you have and what you lack is a key step in optimizing operations. In addition, it is essential for companies to understand how to use the available data to improve their results and stay competitive.
Intechlligent: E-commerce Summit & Trade Show, organized by Data Seekers, has offered a comprehensive perspective on the impact of Big Data, AI and key platforms to achieve competitive pricing, as well as how to stay ahead of the market. The roundtable discussions have been an ideal space to learn from experts and share best practices, providing companies with valuable tools to face market challenges and take advantage of the opportunities offered by new technologies.
Within the framework of this event, the discussion panels have been a fundamental way to share knowledge, experiences and perspectives on the current challenges and opportunities in the field of e-commerce.
Table 1 | Innovation and strategy in e-commerce: keys to success in pricing and distribution
A space dedicated to innovation and strategy in e-commerce, where crucial aspects such as price management, product distribution and sales campaigns at key moments such as Black Friday and Christmas were addressed, moderated by Georgina Ortiz , editor-in-chief at Ecommerce News . The collaborators, members of brands such as Mattel, Nestlé, Kimberly Clark, Grupo Unicomer and Data Seekers , shared their experiences and recommendations to prepare for each of these business opportunities.
Lorena González , Senior Manager Digital Operations EMEA at Mattel, highlighted that for the leading multinational in the world of toys, "the most important is Christmas", pointing out the need for advance planning to ensure that products are well positioned, both in retailers' catalogues and on online product pages. On the other hand, for Nestlé, events such as Black Friday and Christmas are crucial for various product categories, said Víctor de la Fuente , Global eCommerce Digital Shelf Lead and Retail Digital Media at the chocolate company.
René Colorado , Vice President of Merchandise CMO at Grupo Unicomer, as a representative of the retail sector at the table, stressed that for them, planning for these campaigns begins up to a year in advance, highlighting that "a season represents approximately 40% of the year" for retailers. Being clear that most of the success in sales lies in good planning.
From a more technical perspective, Curro Pavón , Chief Technology Officer at Data Seekers, stressed the need to have a well-defined pricing strategy before key events such as Black Friday. Retailers are increasingly interested in monitoring the competition, so “we cannot just focus on general KPIs, we need to go further and look for more specific ones. Each sector has its own KPIs, and even within the same sector, the indicators can vary depending on whether we are measuring on Amazon or another retailer. Knowing the specific needs of each brand is key to making informed decisions,” explained Curro.
Finally, Maria Suarez , eCommerce Manager at Kimberly Clark, highlighted the importance of Amazon as a sales channel, due to its wide reach, but warned about the need to diversify sales and not rely exclusively on a single platform. “We can’t put all our eggs in one basket,” she said. Instead, Victor de la Fuente said that some brands choose not to be on Amazon due to concerns about brand protection, while others prefer to select trusted sellers to operate on the platform, ensuring they have the customer experience under control.
Roundtable 2 | Big Data, Artificial Intelligence and Decision Making
The second Intechlligent round table focused on Artificial Intelligence and Big Data in business decision-making, a crucial topic for companies seeking to improve their operations in an increasingly competitive and digitalized market, moderated by Jorge Fernández , Customer Success Manager at Marketing4Ecommerce .
Opening the debate, Noelia Gómez , Sales Director at Fabrick, revealed significant data on transaction losses in Spain: “20% are transaction losses, of which 7% is fraud and 13% are configuration problems.”
The scenario presented by Noelia reaffirms the need for effective data management to reduce these losses and ensure the fluidity of transactions. In this context, Franz Matheis , CEO and Co-Founder of Data Seekers, emphasized that, in the current environment, companies must be able to react quickly. According to Matheis, decisions must be based on real-time data in order to be able to adapt quickly to market changes and take advantage of the opportunities that arise.
On the other hand, Chen Yue , Head of Digital at PHERGAL Laboratories, pointed out that for medium and small companies, the key is to “select and manage the right data” to optimize their performance and respond efficiently to market demands. In line with this idea, Pablo Carlier , Head of Data Analytics & AI Sales Iberia at Google Cloud, shared his vision on the evolution of unstructured data and how it is combined with artificial intelligence to improve processes. For his part, Ricardo Urrutia, Data Tech Lead at CEREBR4L, addressed the democratization of Big Data, “today any company, regardless of its size, has access to this powerful tool.”
The roundtable continued with the ethical challenges associated with the use of Artificial Intelligence, emphasizing the importance of ensuring data privacy and the need for human supervision to prevent automatic processes from generating undesirable results. It is essential that companies maintain a balance between automation and human control to ensure responsible and effective results.
As for advice for companies starting out with Big Data and AI, experts agreed that this is a gradual process that requires patience. Understanding what data you have and what you lack is a key step in optimizing operations. In addition, it is essential for companies to understand how to use the available data to improve their results and stay competitive.
Intechlligent: E-commerce Summit & Trade Show, organized by Data Seekers, has offered a comprehensive perspective on the impact of Big Data, AI and key platforms to achieve competitive pricing, as well as how to stay ahead of the market. The roundtable discussions have been an ideal space to learn from experts and share best practices, providing companies with valuable tools to face market challenges and take advantage of the opportunities offered by new technologies.
